Porsche made headlines recently for selling its 45% stake in Bugatti, a high-end supercar brand that sorta seemed to fit into Porsche’s new vision. However, after its profits fell 93% last year, Porsche probably had to make some drastic decisions.
Porsche’s pivot to EVs was a troubling one for enthusiasts and the brand itself. After profits plummeted in 2025, Porsche started 2026 with a 15% decline in sales, largely due to its EV models. The 911 prevailed, and the CEO promised to return to its roots: a slimmed-down, quality lineup focused on sports cars. Despite mentioning “exclusivity” as part of the plan, it seems that Bugatti hasn’t made the cut.
“Now, with the sale of our stake, we demonstrate that we will focus Porsche on the core business,” CEO Dr. Michael Leiters stated.
This has already started raising a lot of alarms in the car community. Many have called it a mistake on Porsche’s part, frustrated by the continued rise in the carmaker’s vehicle prices in an attempt to make some money back. Ranted one self-proclaimed “Porsche snob” on Reddit: “Porsche pricing starts creeping into Ferrari, Lamborghini, and McLaren territory, dealers are still playing allocation games and adding markups.”
While the debate has continued, I think we are forgetting an even more concerning outcome of Porsche’s decision to sell its stake: the possibility of a Bugatti SUV.
The Bugatti SUV could be inevitable, I’m sorry
Bugatti has notoriously sold cars at a massive loss. The Veyron, which sold from 2005 to 2015, is an example of that: each unit cost Volkswagen about $6.2 million in research and development and production. While it seems like a disaster, this was all part of the supercar brand’s strategy. The goal has always been to showcase Bugatti’s engineering prowess and advanced technology — and these coveted and respected developments trickle down to “mainstream” vehicles at brands like Porsche and Rimac. And that supercar DNA gives them a desirable level of prestige.
However, Porsche is no longer part of that whole strategy after pulling out. Its 45% stake in Bugatti and Rimac to New York-based venture capital firm HOF Capital, with BlueFive Capital as its largest investor. Now, Rimac Group will form a strategic partnership with HOF Capital and BlueFive Capital. The financial terms of this transaction are confidential, but one thing stands out about this: the investors are based in the United States.
And what does the United States love? SUVs!
Okay, I know it sounds like a stretch. But the American car market is very volatile right now. Automakers are scrambling to make up for massive losses after the Trump Administration implemented tariffs and pushed back on previous electric vehicle expansion plans. One safe play that automakers keep coming back to is SUVs.
While America has been begging for smaller, cheaper vehicles for years, SUVs have continued to sell to those unaffected by the floundering economy and job market. Luxury brands like BMW have seen success with their expensive SUVs. Supercar makers have also given in, with Lamborghini and Ferrari offering six-figure SUVs. In fact, Lamborghini’s best-selling model is the Urus, which accounts for almost 60% of its total production.
Is it possible that the new investors will want higher profit margins now that Porsche is gone? Is the idea of losing millions per car no longer worth it? Are they better off making a Bugatti SUV to make some extra cash? Having a cash cow like an SUV could fund the brand’s R&D now that Porsche (which funded most of it) has pulled out. It could be inevitable.
I am always bummed when supercar makers sell out and give us boring stuff. I don’t want a practical vehicle from a supercar brand. I want them to be innovating, pushing boundaries, setting new performance records, and looking as over-the-top as possible. They are supposed to represent a fantasy, not lug your kids around after school. I think they cheapen the prestige of these brands, although I get they just need the money to make the cooler stuff. It’s just always a bummer to see since there are already endless SUVs all over the road.
I hope to never see a Bugatti SUV on the highway. I swear to god.
